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The WARC Guide to brand activism in the Black Lives Matter era

Article • WARC Best Practice, October 2020

A summary of new thinking and best practice on brand activism in the Black Lives Matter era, from the WARC Guide.

Brand activism in the Black Lives Matter era

Opinion • Kai D. Wright, October 2020

Is BLM a hashtag, an organization, a human right, a movement, a political statement, or all the above?

At long last, responding to a call for change

Opinion • Amiyra Perkins, October 2020

In addition to the global pandemic and shaky economy, there’s been an increased focus and newfound awareness of systemic racism, and even as most of us spend most of our time at home right now, it’s something that deeply impacts the way we navigate our day to day.

In conversation with Keith Cartwright: Using imagery to bring empathy to work that reflects Black Lives Matter

Opinion • Kai D. Wright, October 2020

In the Emmy-nominated Procter & Gamble commercial “The Look” and in a newer Procter & Gamble commercial created just after the death of George Floyd – “The Choice” – the creative director Keith Cartwright and his partners have brought the power of imagery to create empathy, giving viewers of all colors and ethnicities a window into the struggle of being Black in America.

Marketing to Black consumers in the coming majority-minority US

Article • Monique Nelson, WARC Best Practice, October 2020

Examines how shifting demographics in the US are moving it toward a majority-minority country, and how marketers should adapt.

Building diverse teams is an investment in the present – and the culturally complex future

Article • Carol Watson, WARC Exclusive, October 2020

Examines how to build teams that reflect diversity, and why they are important.

Will Corporate America ever change to reflect the New America?

Article • Jeffrey L. Bowman, WARC Exclusive, October 2020

Studies the small amount of change in Corporate America toward true diversity, equity and inclusion and next steps for transitioning to change management that moves corporations from diversity efforts to cultural transformation.

The three social media waves of the Black Lives Matter movement – and how they impact marketing in this moment

Article • Husani Oakley, WARC Exclusive, October 2020

The Black Lives Matter movement is actually comprised of three waves, which were formed not just by incidents of violence – and murder – against Black people, but also by how social media helped propagate awareness of BLM; they are the Martin Wave, the Brown Wave and the Floyd Wave.

What companies can do to root out omnipresent, but often invisible, bias

Article • Felicia Scott, WARC Exclusive, October 2020

Discusses bias within organizations and how to address it.

Black Voices Matter: How brands can cross the Sonic Color Line

Article • Steve Keller, WARC Exclusive, October 2020

Examines how the sonic color line is pervasive in marketing, and the ripple effects sonic stereotypes perpetuate.

Why brands must up the ante on being anti-racist

Opinion • Satyen Dayal, October 2020

Racism isn’t just an American problem, it’s a systemic global problem. While the circumstances in the UK and Europe may be different than in the United States, racial injustice is a societal concern on both sides of the Atlantic, and all over the world – and recent research from our Edelman Trust Barometer proves it. Millions of people in both Europe and America are concerned about systemic racism in their own countries.

Lessons from failure: The ethical, and economic, opportunities in pursuing diversity

Article • Lydia Amoah, WARC Exclusive, October 2020

Looks at how brands can both avoid racially-insensitive missteps and build opportunity by focusing on diversity.

Racial representation in advertising: A snapshot

Article • Daren Poole, WARC Exclusive, October 2020

Examines research from Kantar on global racial representation in ads, and what it means for brand performance.